One of the virtues of the interactive web is the amazing amount of feedback it generates. I’m not talking about the Jimi Hendrix-style, blow your ears off stuff. I mean the back and forth of conversation that is so critical to any business. It’s inconceivable to me that a business would shut itself off to that information flow but many do. Think about trying to reach a human at many of the companies with which you do business. Websites such as this would not have to exist if it weren’t for the wall-building in which many companies engages.
Part of why I cook and play golf is the feedback. If something tastes right, you know it, although what is right to me may not be right to my consumers (the other folks at the table). Hopefully you get that feedback too (they’re not bashful around here about shredding the cook). The lesson from golf isn’t that one gets feedback on how good or bad the last swing was – that’s pretty obvious based on where the ball goes. The point is that one has to pay attention to it or you’re going to lose a number of balls.
Hey! That may be the business point too! If you don’t want to lose your balls, you need to listen to feedback and react. Is you company paying attention? Are you actively soliciting consumer opinions or are you making those email links hard to find? Does a person answer your phone or is it an endless phone loop to nowhere?